“We used to live in a world where if someone secretly followed you from store to store, recording your purchases, it would be considered impolite and even weird. Today, such an option can be redefined as “default” behavior.

“…the idea that your preferences (not to mention your conversations about them) are your property rests on an implicit social contract. And the thing about implicit contracts is that people who can figure out ways to break them can often make a lot of money.”